instagram – Josephine Borrillo LLC

Instagram (IG) takeovers have been around for a while. It can add fun and uniqueness to your Instagram account. Should #bigpharma consider doing an IG takeover? I say yes!

What is an Instagram takeover?

Temporarily allowing *Instagramers* to take over an Instagram account and share content with their audience

Which kind of takeovers are there?

Full control of the account
Semi control of the account
Inviting external guests – for example, influencers
Being invited as a guest on another Instagram account
Takeovers can take the form of posts, stories, or go live

How can Instagram takeovers be applied to #bigpharma?

Have employees or colleagues on Instagram takeover company account
- grows following, engagement, reach on Instagram
- get an inside view of the company
- for global companies great for worldwide perspectives
- also adds variety to the account
Getting invited as a guest on another Instagram account (great way to reach a new audience)
Invite guests patient groups, HCPs in raising awareness for a common cause or disease awareness

Benefits of takeover?

Can be a valuable social media marketing strategy
Allows for individuals and influencers to collaborate and cross-promote content
Allows for collaboration and partnerships
Can be fun

How to promote your takeover?

Announce on Instagram when takeover will take place
Announce on other social media platforms
Have guests do the same on their social media platforms

I often hear people on social media platforms say “wow that is so instagrammable”. What do we mean by being instagrammable? We find it everywhere: restaurants, nature and in the art world. But is pharma content instagrammable?

**What do we mean by “being instagrammable”?**

answer a question with a question ”would you want to take a selfie in front of or with this thing?”
great photos or visual content
a first-person experience of something – did it look – just as good in the photos as it did in person
as Jia Jia Fei states in her TEDx talk Art in the Age of Instagram “I was there. I came, I saw and I selfied”.

What works on instagram?

great photography
creative photography
stunning visual content
fantastic colors
hashtags – make sure you get your hashtags right and are monitoring
posting own photos

What audience is on instagram?

instagram use is high among younger adults
around one third online adults (32%) report using instagram
about 6 in 10 online adults use ages 18-29 (59%) use instagram
female internet users more likely to use instagram than men (38% vs 26%)

80% of IG users come from outside the US

More interesting stats can be found here:

Can pharma be on instagram?

yes, they just have to choose the right content
creative original brand pictures work well on instagram, but pharma is a highly regulated sector
make it a photo moment
make it an experience, a customer experience
get artists and creatives on board and be more creative
consider event content that is more instagrammable, make stands and booths fun to visit both in person and on instagram
do not make it so “brand – artificial”, make it real

Is any one pharma company doing it right?

here is my ranking with comments of some examples of pharma on instagram and trying to get it right:

some great instagrammable shots:

Bayer

Novartis

needs work on:

Pfizer

GSK

Novo Nordisk

so many accounts:

Medtronic

the worst:

Sanofi (seriously a private account????)